Dutch Premium Blue Blood Label Expands


Blue Blood is expanding and has formed a new business partnership called Blue Blood International between owner and creative director Steve te Pas and Joseph Sfez and Martine Mang, who are operating the Hong Kong and Los Angeles locations of the HTP Group. Amsterdam’s city center will be home to the Blue Blood International HQ, where the offices of design, marketing, sales and retail will be located. A second design office will be set up in New York with the US’s East Coast acting as the new location for the design department. Wanting to target a broader audience with lower price points, production will move to Hong Kong where HTP operates its own factories. In the future, about 90% of the collection will be made in China and 10% will be made in Italy and Japan. Future retail prices for denim will range from €120 to €160 compared to €200 to €300 in the past. Amsterdam will remain the distribution center for Northern Europe and will also host the retail department as Blue Blood plans its European roll out. Currently the label has five stores in Holland and one in Cape Town. One more opened in December in the Netherlands and two more will follow soon.  We’re keeping our fingers crossed that the product remains the same!

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